I’ve spent the past few weeks reading this fantastic book Brand Intervention by David Brier. I’ve followed David for years now on LinkedIn and have always been in awe of his ability to simplify things and cut through the BS. As David says at the end of the book: It’s the job of each of us to rescue ideas, dreams, and inspirations before they reach the junk heap of compromise and mediocrity.
“You don’t have to have money to brand as David will show you. It’s a mentality. It’s actually acting like you don’t have any money and forcing creativity, exercising what I call ‘The Power of Broke.” – Daymond John (shark tank, serial entrepreneur)
I’m excited to be a part of David’s masterclass starting January 23rd for 8 weeks, along with 6 others from my company, including marketing managers, business unit leaders and directors. Our goal is to unify the brand messaging of 2 of our key brands (we have 6 brands in the architectural ambient lighting space). When it comes to legacy brands that need a rejuvenation, and especially in a specifier-driven market, we have to ensure our branding communication is top-notch.
A few nuggets from this 251 page book with inspiring 32 font size:
- The attention span of a goldfish – Will your brands message engage the audience in 8 seconds or leave them drowning in a sea of marketing debris?
- Too many brands just show up – The root word of excellence is excel. You don’t achieve excellence by doing what’s expected (or merely showing up).
- Four words – “The art of differentiation.”
- The 66% rule – Great brands (ie. apple, Nike) don’t stop at the transaction. That is where it begins. 3 phases – before they buy, during the sale, after the sale.
- Brands think too small – Every brand’s goal must include failing bigger. Take the bigger risk to truly innovate for something unbelievable, unimaginable, unanticipated, and unstoppable. Innovation is the cost of doing business today, not some add-on that gets pulled out when things get rough.